University of Iowa Introduction to
Marketing Strategy Midterm 1 -- Nancy
Abram
Marketing Definition
the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large
Exchange
people giving up something in order to receive something else they would
rather have.
Customer Value
the relationship between benefits and the sacrifice necessary to obtain those
benefits
Production Orientation
A philosophy that focuses on the internal capabilities of the firm rather than on
the desires and needs of the marketplace (what firms already have)
Sales Orientation
The belief that people will buy more goods and services if aggressive sales
techniques are used and that high sales result in high profits
, Marketing Orientation
a philosophy that assumes a sales does not depend on an aggressive sales
force but rather on a customer's decision to purchase a product; it is
synonymous with the marketing concept
Societal Marketing
The idea that an organization exists not only to satisfy a customer's wants and
needs and to meet organizational objectives but also to preserve or enhance
individual's and societies long-term best interests
How to Achieve a Marketing Orientation
Information about consumers, markets, and competitors
Purple Crow Video
Consumers have little time and too many choices, this is why consumers
ignore stuff. SO, how do we get market things to be noticed? Be Remarkable!
Mousetraps
only a handful successful, because a company must think of consumer
behavior, usage, and disposition
Marketing Strategy Midterm 1 -- Nancy
Abram
Marketing Definition
the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large
Exchange
people giving up something in order to receive something else they would
rather have.
Customer Value
the relationship between benefits and the sacrifice necessary to obtain those
benefits
Production Orientation
A philosophy that focuses on the internal capabilities of the firm rather than on
the desires and needs of the marketplace (what firms already have)
Sales Orientation
The belief that people will buy more goods and services if aggressive sales
techniques are used and that high sales result in high profits
, Marketing Orientation
a philosophy that assumes a sales does not depend on an aggressive sales
force but rather on a customer's decision to purchase a product; it is
synonymous with the marketing concept
Societal Marketing
The idea that an organization exists not only to satisfy a customer's wants and
needs and to meet organizational objectives but also to preserve or enhance
individual's and societies long-term best interests
How to Achieve a Marketing Orientation
Information about consumers, markets, and competitors
Purple Crow Video
Consumers have little time and too many choices, this is why consumers
ignore stuff. SO, how do we get market things to be noticed? Be Remarkable!
Mousetraps
only a handful successful, because a company must think of consumer
behavior, usage, and disposition
